What is a Trademark: Empower Your Brand Protection

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Welcome to the ingenious world of trademarks—a critical tool for businesses around the globe! Trademarks serve as the unique identifier of a business, its beacon in the bustling marketplace. From the swoosh of Nike to Apple’s alluring apple, a trademark can be the making of a brand, protecting it from copycats while building consumer trust and brand loyalty.

Here at LLCBase, we’ve left no stone unturned to help you understand the ABCs of the trademark realm. Our dedicated team has poured their full effort into gathering information, breaking down legal jargon, and offering clear and concise explanations. We are here to guide you through the intricacies of trademarks, whether you’re just starting an LLC or an established company looking to strengthen your brand identity. Let’s dive into the world of trademarks together!

What is a Trademark

A trademark is unique to its proprietor and helps consumers identify that particular brand or provide it instantly. A widely recognized example of a trademark could be the Nike ‘Swoosh’ logo or Apple’s bitten apple logo, McDonald’s golden arches, or even distinctive words such as ‘Coca-Cola.’ They become the identifiers of a specific product or service of an LLC and help establish brand recognition.

Once registered, a trademark ensures exclusive rights for using the symbol, sign, or name, thus preventing illegal commercial usage by any other firm or entity. It offers legal protection against copyright infringement and assures the trademark holder can take legal action against anyone who attempts to imitate or misuse their trademark. This is critical for safeguarding a brand’s reputation, identity, and customer trust.

The rigorous legal processes in obtaining a trademark verify that the proposed symbol, sign, or name is unique and does not infantilize upon an existing registered trademark. Ultimately, trademarks play crucial roles in maintaining fair competition and protecting consumer interests in the market. Moreover, they add valuable intellectual property assets for the companies owning them.

Hiring one of the best trademark services is crucial when starting an LLC. These professionals specialize in trademark law’s complex and intricate world, ensuring your company’s trademarks are protected and legally sound. You can avoid potential legal disputes, costly litigations, and brand infringement issues by engaging their expertise.

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What Can Be Trademarked

Trademarks are integral to the unique identity of a product, service, or company. They allow consumers to make instant associations with a brand and are used to differentiate a company’s offering from that of its competitors. A simpler explanation can be the unique names, logos, or phrases we associate with specific brands. For instance, the trademarked word “Google” immediately brings to mind the multi-national technology company specializing in Internet-related services and products.

However, trademarks extend beyond just words, names, and logos. Unique colors like the Robin-egg blue associated with Tiffany & Co. or sounds like MGM’s famous lion roar at the start of their films are also eligible for trademark protection. These are less common but equally powerful in establishing a brand identity. In some cases, even certain distinctive smells can be trademarked, although this is less common due to the difficulties in clearly defining and protecting scents.

The key to successful trademarking is that the sign or indicator must be distinctive, not generic or descriptive of the goods and services. The trademark should uniquely identify and distinguish the origin of the goods or services.

Trademarking, an element associated with a company, safeguards against consumer confusion in the marketplace and protects its reputation and goodwill. This protection facilitates a brand’s effort to present a consistent and reliable image to its consumers, ultimately leading to customer loyalty and brand value.

Trademark protections may extend to various aspects related to a product or business, including but not necessarily limited to:

  • Product names and nicknames, such as Coca-Cola versus Coke, indicating formal and informal titles can be secure trademarks.
  • Logos refers to the unique graphical representations used by businesses.
  • Business names, which may be the legal name of the company or the operating name.
  • Distinct sounds like the recognizable NBC chimes serve as audio trademarks.
  • Corporate slogans, like Nike’s inspiring “Just Do It” catchphrase that’s become synonymous with their brand.
  • Specific color combinations or schemes a business uses, such as the distinctive shade of brown utilized by UPS for their delivery trucks.
  • Even certain smells, although it may be uncommon, can be trademarked. An example is Hasbro, who was granted a trademark for the unique scent of their Play-Doh product in 2018.

These examples highlight how a business can protect its intellectual property and build a unique brand identity. By securing a trademark, companies can distinguish their products, prevent unfair competition, and foster customer loyalty.

What Can’t Be Trademarked

In the world of trademark law, only some things can be trademarked. Items, symbols, words, or phrases that are considered overly common, generic, or descriptive often aren’t allowed to be trademarked. For instance, using the term ‘fast food’ for a fast food restaurant or ‘cold’ for a brand of refrigeration equipment would typically not be granted trademark protection.

Similarly, common words or phrases in specific industries or geographic names that merely describe a place of origin can’t be trademarked. For example, trying to trademark ‘Parisian’ for a brand of French bread would likely be rejected.

In addition, the United States Patent and Trademark Office (USPTO), which oversees U.S. trademark registrations, prohibits trademarks that contain offensive or scandalous material. This restriction is in place to prevent companies from capitalizing on potentially polarizing or offensive material. Additionally, marks that falsely suggest a connection to persons, living or dead, institutions, beliefs, or national symbols without consent can be refused as they may mislead consumers or falsely suggest endorsements or connections.

Trademark protections do not apply to all kinds of symbols or words, and there are certain exclusions in this context.

  • Marks previously in use: Symbols or marks already registered or used by another entity cannot be trademarked. This also applies to trademarks that resemble existing marks too strongly. 
  • Generic and descriptive terms: Words or phrases that are generic or directly descriptive of a product or service cannot be trademarked. For example, attempting to trademark a common term like “Fast Food” for a restaurant would not be successful as it’s a generic term used across the industry.
  • Common phrases and messages: Everyday expressions or messages widely used in public discourse cannot be trademarked. This is due to the implication that trademarking such phrases would unfairly limit public use of common language.
  • Religious texts: Direct quotes from religious texts or passages inherent to any faith cannot be trademarked as they are considered universal human heritage and should not be claimed by any individual or entity.

Ultimately, while trademarks are a crucial tool to shield the unique identity of a business, it’s important to understand the limitations of what might qualify for such protections to ensure a successful registration process.

Different Trademark Symbols Explained

Trademark Symbols have specific meanings, and each symbol designates a unique standing, level of protection, or status of the trademark. Below, each symbol has been explained:

  1. : The ™ symbol stands for “trademark” and is used to signify an unregistered trademark associated with goods or products. When the ™ symbol is used, it indicates that the word, phrase, logo, or design it’s attached to is being claimed as a trademark, even though it may not be officially registered with the United States Patent and Trademark Office (USPTO) or similar entities in other countries.
  2.  : The ℠ symbol stands for “service mark,” much like the ™ symbol, but it is used for services instead of goods. Like the ™ symbol, the ℠ symbol denotes that the entity asserts rights to a sign, symbol, logo, or name about services it offers, even though it might not be officially registered.
  3. ®: The ® symbol stands for “registered trademark.” This symbol is used once the trademark has been registered with the USPTO or similar entities in other countries. The registration may be limited to one or more countries, depending on where the trademark owner has registered it.

These symbols play significant roles in establishing and maintaining a business’s branding and identity. They can signal to competitors about a trademark’s claimed or official ownership and inform customers about the business’s commitment to its brand.

Difference of Trademark from Copyright and Patent

While these three are intellectual property rights, they differ in what they protect.

Trademark vs. Copyright

Trademarks and copyrights fundamentally differ based on the rights they protect. A trademark is primarily used to protect brands, logos, slogans, and other identifiers associated with goods and services in the marketplace. It facilitates branding and helps businesses build their reputation and trust with consumers by ensuring that no one else can use a confusingly similar mark.

Copyright, on the other hand, is concerned with protecting creative expressions such as books, songs, paintings, and even software code, to name a few. Copyright automatically exists at the moment of creation and does not require registration for protection. However, registration does offer additional benefits, such as establishing a public record of the copyright claim and enabling the owner to sue for copyright infringement.

Trademark vs. Patent

While a trademark protects a brand’s unique identifiers, a patent safeguards novel ideas or inventions. A patent grants an inventor the exclusive right to make, use, or sell an invention for a limited period, generally 20 years from the filing date. Patents are critical in the technological and pharmaceutical sectors, where companies invest significantly in research and development. 

Patent protection can be granted for three types of inventions: utility (a new and useful process, machine, article of manufacture, or composition); design (new, original, and ornamental design for an article of manufacturing); and plant (invention or discovery and asexual reproduction of any distinct and new variety of plant).

Where a trademark protects a company’s brand and reputation, a patent is more about gaining a monopoly over a unique, innovative product or process. 

Thus, depending on their unique assets, a company might seek to use trademarks, copyrights, and patents in different ways to protect those assets fully.

Top Things You Need to Know About Trademarks

When registering a trademark, it is important to remember that: 

  • Variety of Trademarks: Not all trademarks offer the same levels of protection. They come in many forms: words, phrases, symbols, logos, and sounds or smells. The level of protection typically depends on the brand’s recognition and the trademark’s distinctiveness.
  • Comprehensive Search: It’s crucial to conduct comprehensive trademark searches before applying for one to ensure that your desired trademark isn’t already in use or too similar to an existing one. This precaution can save you significant time and resources.
  • Territorial Rights: Trademarks are territorial, meaning they’re only protected in the country or region where they’re registered. You must register the trademark in each country if you want international protection.
  • Trademark Registration: Trademark registration with the relevant intellectual property office is essential. It grants you exclusive rights to use the trademark and gives you legal standing to prevent others from using it.
  • Proper Use: Make sure to use your trademark correctly. Improper use can weaken the trademark’s distinctiveness and potentially lead to a loss of rights.
  • Legal Expertise: Trademark law is complex and requires legal expertise. A trademark attorney can assist you in navigating the process and ensuring your mark is properly protected.
  • Trademarks do Expire: Unlike patents, trademarks don’t last indefinitely. To maintain a trademark, you must actively use it in commerce and renew it periodically.
  • Defending Your Trademark: A trademark owner is responsible for defending it. If you don’t take action against those infringing on your trademark, you might lose your exclusive rights.
  • Frivolous Applications: Avoid generic, descriptive, or misleading trademarks. These are typically rejected as they don’t meet the distinctiveness guideline.
  • Post-registration Maintenance: After successful registration, file the necessary maintenance documents to keep your trademark active. Please do so to avoid the cancellation of your trademark.

How to Obtain a Trademark

Getting a trademark has become much simpler, thanks to the U.S. Patent and Trademark Office taking it online. However, it is important to note that the approval process can still be lengthy, typically taking 12 to 18 months for a decision.

Obtaining a trademark can be broken down into the following steps:

Step 1: Identify Your Trademark

Once you have chosen a potential trademark, it is crucial to conduct some research to ensure its uniqueness. This includes searching the USPTO database to check if similar words, designs, goods, or services are already used. Additionally, you must decide on the format of your mark, whether it is a standard character mark, a design mark, or a sound mark. Specifying the goods and services your trademark will apply to and the corresponding trademark class is also necessary.

Step 2: Submit Your Application

To initiate the trademark application process, create a USPTO account and submit your application online. It is important to note that there are initial trademark fees, ranging from $250 to $350 per class of goods or services, depending on the choice between TEAS Plus or TEAS Standard.

Step 3: Wait for Approval

After submitting your application, the USPTO will review it to ensure it meets all the filing requirements. It will then assign a serial number and forward it to an examining attorney for further review. If the attorney identifies any issues with your application, you will receive a letter that requires a response to keep your application active.

You will eventually receive a letter of approval or denial regarding your trademark application. In case of approval, your mark will be published in the USPTO’s “Official Gazette,” a weekly newsletter. Within 30 days of publication, any party who believes they may be negatively affected by your mark can file an opposition. If no opposition is received or if the opposition is resolved in your favor, your mark will be officially registered.

Step 4: Complete Final Paperwork

Once your trademark is registered, there are ongoing tasks to ensure its maintenance. Specific documents must be completed and submitted periodically, and an annual check of the Trademark Status and Document Retrieval (TSDR) system must be conducted to ensure your registration stays active. By fulfilling these requirements, you can maintain and protect your trademark effectively.

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How Do You Protect a Trademark

Protecting a trademark is multi-faceted and requires active involvement from the trademark owner. Since no government institution is responsible for the policing and enforcement of a trademark, it’s up to the owner to keep an eye out for potential infringements. This might involve setting up periodic notifications or keyword searches or hiring a brand protection agency or expert to monitor domain name registrations, social media platforms, and the market in general. 

If a potentially infringing usage is identified, a common first step is to issue a cease-and-desist letter. This document formally informs the infringing party of your trademark rights and requests that they stop using the mark.

When an amicable resolution can’t be reached, the trademark owner may need to escalate to filing a lawsuit. In a lawsuit, a trademark owner typically seeks an injunction (court order) to prevent further infringement and may also seek monetary damages.

Protecting and actively using your trademark in commerce is crucial to maintain its strength. This involves consistently using the mark with the goods or services it is registered for. Failure to use a registered trademark for lengthy periods can lead to a weakening of rights or abandonment. Also, the trademark office requires regular maintenance filings to demonstrate ongoing use. If not done, this could result in the cancellation of the trademark. Therefore, protecting a trademark is an ongoing commitment that involves active monitoring, prompt enforcement, and consistent usage.

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How Long Does a Trademark Last

In the United States, unlike copyrights and patents, trademarks do not have a set expiration date. Generally, a trademark can last indefinitely as long as the owner continues to use the mark in commerce to indicate the source of goods and services and takes necessary steps to defend it against infringement. Using the trademark in commerce and correct maintenance are vital for its continued validity.

However, the trademark owner must comply with mandated maintenance documents along specific timelines to maintain the registration. An Affidavit of Use (a Section 8 Affidavit) must be filed between the 5th and 6th year following registration. In addition, a Renewal Application (formally known as a Section 9 Application) must be submitted every 10 years after the initial registration date. These filings with the United States Patent and Trademark Office (USPTO) are key to proving that the mark is still actively used in commerce.

If a trademark owner doesn’t comply with these timelines, it risks having the registration canceled. The registrations could also be challenged by third-party users claiming that the owner has abandoned the mark. Therefore, active and ongoing use and vigilance are critical for maintaining a trademark’s protection over the long term. If properly maintained and renewed, a trademark can last forever.


What is a trademark?

A trademark is a symbol, word, phrase, design, or combination used to distinguish and identify the source of goods or services of one party from those of others.

What can be trademarked?

Various things can be trademarked, including brand names, logos, slogans, product packaging, and even sounds or colors, as long as they meet certain distinctiveness and uniqueness criteria.

What can’t be trademarked?

Generic terms, descriptive phrases lacking distinctiveness, offensive or immoral symbols, government logos, and marks likely to confuse existing trademarks cannot be trademarked.

Different trademark symbols explained?

Trademark symbols include ™ for unregistered trademarks and ® for registered trademarks, indicating ownership and rights to the mark.

What is the difference between a trademark and a copyright?

Trademarks protect brands and their association with goods or services, while copyrights protect original works of authorship, such as books, music, and artwork.

What is the difference between a trademark and a patent?

Trademarks protect brands and their association with goods or services, while patents protect inventions and grant exclusive rights to their creators.

Trademark vs. Copyright: What are the distinctions?

Trademarks protect brand identity, while copyrights protect original creative works from unauthorized copying.

Trademark vs. Patent: What are the differences?

Trademarks protect branding and source identification, whereas patents protect inventions or discoveries, granting exclusive rights to the inventor for a limited time.

What are the top things you need to know about trademarks?

The key points about trademarks include their purpose, eligibility for protection, registration benefits, potential legal actions for infringement, and the need for regular renewal.

How can I obtain a trademark?

To obtain a trademark, you must follow these steps: (1) Identify your trademark, (2) submit your application, (3) wait for approval, and (4) complete the final paperwork.

How do you protect a trademark?

You can protect your trademark by actively monitoring and enforcing its proper use, taking legal action against infringers, and renewing the registration when necessary.

How long does a trademark last?

Trademark protection can last indefinitely if you continue to use the mark in commerce and renew the registration periodically.

What is the purpose of brand protection through trademarks?

Brand protection through trademarks aims to safeguard a brand’s reputation, uniqueness, and value by preventing unauthorized use and potential consumer confusion.

Can international trademarks be obtained?

Yes, international trademarks can be obtained through the Madrid System, which allows trademark owners to seek protection in multiple countries with a single application.

What is the “first-to-use” principle in trademark law?

The “first-to-use” principle states that the first party to use a trademark in commerce has priority rights over others in a specific geographical area, regardless of registration.

Is it necessary to register a trademark to use it?

No, it is not mandatory to register a trademark to use it. Common law trademark rights can be established through actual usage, but registration provides additional legal advantages.

How do trademarks benefit consumers?

Trademarks benefit consumers by helping them identify and differentiate products or services from different sources, ensuring consistent quality and reliable purchasing decisions.

Can a company have multiple trademarks for a single brand?

Yes, a company can have multiple trademarks for a single brand, covering various aspects like logos, slogans, and product names, providing comprehensive protection.

What are the potential consequences of trademark infringement?

Trademark infringement can lead to legal actions, including cease and desist orders, financial damages, and, in severe cases, loss of the infringing party’s profits.

How can a trademark be renewed?

The owner must file a renewal application with the appropriate trademark office before the current registration expires to renew a trademark.


As we bid our goodbyes on trademarks, remember, your trademark is not merely a symbol, word, or phrase but the heart of your business, its unique identifier in the vast market landscape. A wisely chosen and correctly used trademark elevates your brand, fosters consumer loyalty, and provides legal protection against counterfeiters. 

Eager to learn more and delve deeper? You’re just a click away from a treasure trove of business resources and valuable insights. Visit LLCBase for the secret sauce to your business’s success story, where we illuminate the path forward for your venture, from understanding trademarks to initiating your start-up. Take this first stride on your exciting business journey with us, your steadfast partners in success.

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